运营者术语表

商品定投（ASIN 定投 / Product targeting）

商品定投是在 Sponsored Products、Sponsored Brands 里按具体 ASIN 或类目节点出价的手动定向方式，广告有资格出现在目标商品详情页，以及该商品排名靠前的搜索结果页——是「有资格」，不是保证曝光。

Amazon 的 bulksheet 规则写得很死：一条 expression 要么是 asin，要么是 category，brand、price、rating、Prime 这些筛选只有跟 category 一起才能用。所以手工挑的 ASIN 清单反而是钝的——它写不出「评分低于 4.0、价格高于我」，对方把评分修好了你还在投；筛选过的类目定投会随价格和评分变化自己重新筛一遍。拓词也一样：Amazon 说类目定投的搜索词报告能吐出真正带来点击和转化的具体 ASIN，ASIN 定投吐不出新东西。让类目定投当收割器，下面挂一层小而精的 ASIN 层。位置上只是「有资格」出现在详情页和排名靠前的搜索结果页，Amazon 并没有点名具体坑位；防守自家 ASIN 只能看增量，别看后台那个好看的 ACOS。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon documents product-targeted ads as eligible on the targeted product's detail page "as well as search result pages where the targeted product appears among the top search results" — eligibility rather than a guaranteed slot, and not a detail-page-only buy.
In bulksheet targeting expressions Amazon requires either a category predicate or an asin predicate but never both, and allows the brand, price, rating and prime-shipping-eligible refinements only alongside category — so ASIN targets cannot be filtered.
Amazon's June 2022 release note reads "Sponsored Display product targeting evolves to contextual targeting, expanding ads off Amazon" and states that contextually targeted campaigns previously showed only in the Amazon store but now also reach web pages and mobile apps.

官方来源：Amazon Ads - A guide to targeting with Sponsored Products · Amazon Ads API - Sponsored Products product attribute targeting expressions · Amazon Ads API - archived release notes (June 2022, Sponsored Display contextual targeting)